Airbnb, the community-driven hospitality company, has launched its marketing campaign ‘That’s why we Airbnb’. Narrating the stories of real travellers, the campaign celebrates the uniqueness of life, the concept of nonconformity, and the mavericks who march to the beat of their own drum.
The 360-degree campaign was conceptualised by Wieden + Kennedy. Park Pictures has produced the TV spots. While the brand films will air on a variety of channels, the campaign will also be seen across social, digital, PR, cinema and out-of-home over the next eight weeks.
This initiative is the first phase of a larger plan to build consideration for brand Airbnb across the Indian market.
The initial set of TVCs illustrate two stories. The first one is of an unconventional family of five, the Govandes, who are true believers of the fact that travel enables newer forms of learning, by teaching us life skills through real life experiences.
The second story is about Malvika and Karuna, a couple who run their own wedding planning company. The two believe that travel contributes greatly to increasing one’s levels of tolerance to the unfamiliar. They feel that with travel, one can learn much more about the world around us, and start to understand our differences. More such stories will follow in the months to come.
Travel, for everyone is a unique experience, universally desired and subjective at the same time. Much like life itself, no one experience can ever be the same, and embracing that is the true meaning of the ‘That’s why we Airbnb’ campaign.
At the very core, Airbnb is all about the plurality of choices, both in life and in travel. As a brand, Airbnb caters to the specific needs of each traveller, rather than expecting them to conform to what is available. More than just an enabler of travel, Airbnb is a community that thrives on the idea of individuality and acceptance. It inspires travellers to stay true to themselves, no matter what the status quo may dictate; and encourages them to indulge in truly authentic travel experiences.
Gautham Narayanan, Managing Director, Wieden+Kennedy, Delhi said, “Given that this is Airbnb’s first integrated campaign specific to India, we wanted to find an honest voice for Airbnb and put forward a meaningful message that Indians can relate to. We found that one of the key drivers of travel for Indians was the opportunity to be themselves without fear of judgement. Airbnb being a community that creates space for the many, we felt this was a powerful truth. Naturally, it is best told through real stories of real people who are a part of the Airbnb community.”
Speaking about the campaign, Varun Raina, Marketing Manager - Airbnb India said, “Our intention is to let travellers know that there is an Airbnb for everyone. No matter who you are or where you’re travelling to, with Airbnb you will always belong anywhere and everywhere. With this campaign, we wanted to give travellers the impetus to discover new places and explore new cultures, on their terms and that is truly what Airbnb is all about.”
Creative agency: Wieden+Kennedy, Delhi
Creative Team: Shuchi Thakur and Pierre Jouffray
Production house: Park Pictures